CRAIG RANDALL

CRAIG RANDALL is a bare-bones company name, and that spareness is both its strength and its limit. By our assessment, it most likely marks a person-led business, with the name serving as the brand rather than a clue to the work itself. That makes it neat for records and easy to remember if the person is already known. What it does not do is tell a stranger whether this is a consultancy, a service shop, or something else entirely. In practice the entry feels functional and unfinished at the same time, which is fine inside a directory and weak outside it. CRAIG RANDALL is the kind of label that needs surrounding detail before it becomes useful.